Sachin to launch his men’s apparel: True Blue

Cricketer Sachin Tendulkar has formally announced a joint venture with Arvind Fashion Brands to launch his premium menswear apparel and accessories brand True Blue. The first store of this premium apparel brand will come up in Mumbai in May, followed by Bengaluru.

The brand True Blue will cater to men aged between 28 and 40 years, in the price range of Rs 1,200-3,500 and premium evening wear costing up to Rs 8,000.

“The thought of crafting something highly iconic, that every Indian can talk to, has been on my mind for a long time,” said Tendulkar, adding “When Arvind Fashion Brands shared this vision with me, there was a real synergy in our thoughts. True Blue is a very subtle in that manner, with its own way of making loud statement. It is my taste, what I like to wear.”

Arvind Fashion Brands CEO Rajiv Mehta said: “Our expertise combined with Sachin’s unmatched love for anything Indian boosted our decision and that brought into play this significant joint venture partnership. Built and launched with a vision to become one of India’s most iconic and admired brands, True Blue is an independent strong brand targeted towards the modern Indian consumer segment, creating a long-term brand equity value. Our apparel aims to dip into every Indian sentiment and it has something to offer to everyone who loves anything Indian with that modern touch to it. We believe the brand has all the right ingredients for its success.” The apparel range designed by Sachin will showcase 300 styles and is priced at Rs 1,199 onwards.